Last year, the channel used consumer agency Henry's House to publicise the show, having used Avalon Public Relations in 2000. Both achieved large quantities of coverage for the show working alongside the C4 in-house team, with Henry's House subsequently doing similar work for ITV1's Pop Idol series. C4 publicist Loretta de Souza said PR handling for the series is still being finalised, and that talk of a lower media profile was 'just speculation'. 'Mark has only just joined us. It's too early to say what we'll be doing,' she said.